RT info:eu-repo/semantics/article
T1 Sponsorship image and value creation in E-sports
A1 Cuesta-Valiño, Pedro
A1 Gutiérrez Rodríguez, Pablo
A1 Loranca-Valle, Cristina
A2 Comercializacion e Investigacion de Mercados
K1 Empresas
K1 E-sports
K1 Sponsorship
K1 Sponsor
K1 Response
K1 Co-creation
K1 PLS-SEM
K1 5311 Organización y Dirección de Empresas
AB [EN] E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans’ sponsorship response (represented by the variables interest, purchase intention and word of mouth) in e-sports. Four antecedent variables build sponsorship image (i.e., ubiquity of sport, sincerity of sponsor, attitude to sponsor and team identification). A quantitative approach is used for the purposes of this study. Some 445 questionnaires were filled in by fans who watch e-sports in Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). The outcomes show that sponsor antecedents are crucial factors if a sponsor wants to change their sponsorship image and influence sponsorship response, and that it is also possible to use participation to improve responses
PB Elsevier
SN 0148-2963
LK http://hdl.handle.net/10612/14452
UL http://hdl.handle.net/10612/14452
DS BULERIA. Repositorio Institucional de la Universidad de León
RD 02-may-2024